The company acknowledged that the feature did not meet user expectations.
Meta has discontinued its controversial Muse Image feature. When it was first launched, the functionality allowed users to tag any public Instagram account—yours included—and automatically create AI-generated content based on its posts. The tagging user did not need to seek permission from the account owner. In the initial announcement, Meta suggested that users could @-mention accounts to design custom event invitations or create personalized graphics.
However, following criticism, the company decided to retract the feature. In an update, Meta stated, “Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference. Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”
The Muse Image tool faced backlash almost immediately upon its announcement due to its lack of user consent; individuals had to opt-out if they did not want AI-generated images created from their posts. The option to disable this feature was buried deep within the Settings menu, requiring users to toggle off “Allow people to create with and reuse your content,” or alternatively, set their profiles to private.
According to reports, it wasn’t only everyday users expressing disapproval. The Hollywood agency CAA, representing high-profile clients like Tom Hanks and Meryl Streep, raised concerns directly with Meta, stating, “No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent.” Additionally, the American labor union SAG-AFTRA urged its members to opt-out. Whether these organizational voices influenced the feature’s removal is uncertain, but it has been eliminated. It’s hoped that Meta will refrain from introducing similar AI functionalities that involve personal likenesses without explicit consent in the future.
